Abstract

In today's world, the rapid development of information and communication technology, has had a profound impact on human civilization and progress. In the rapidly changing information and communication technology, the development of mobile communication particularly attention. Mobile communication services in China in the past 20 years, the rapid development of mobile communication users rising, but the growth rate declined. Mobile operators must know how to implement an effective strategy to maintain a network of existing customers and attract more customers. Therefore, the study of the behavior of the mobile communications customers intention is crucial for mobile operators. Consumer behavioral intentions predict consumer buying behavior. With the growing importance of the service sector in the economy, and to explore the factors that affect services consumer behavioral intentions to become a hot research scholars. Factors of service quality, satisfaction and value from a single factor only consider the quality of service to its growing range. However, previous studies consider the effect of variables with less. The present study attempted to investigate whether the enterprise can control factors that service quality, corporate image on customer behavior intention. Adjustment variables, inspection and perspectives based on the adjusted conversion disorder in different conversion disorder, quality of service, corporate image whether behavioral intentions produce different effects. Conversion disorder is considered by the three dimension conversion costs, competitors' attractiveness and interpersonal regulatory role of each dimension individually test. Research ideas is the first to create a research model based on theoretical review proposed research hypothesis, design mobile communications user questionnaire as a research object, select the mobile communication users in Changchun City, through a random sample survey of 181 valid questionnaires using SPSS 16.0 for data reliability AMOS 5 do confirmatory factor analysis to verify the factor structure and validity analysis to verify whether the assumptions established by regression analysis, the moderating effect adjustment variable regression (MRA) method testing. The results showed that: service quality, corporate image as companies can control the variables of customer behavior intention to have a significant positive impact. Dimension of conversion disorder, conversion costs, interpersonal skills, customer behavior intention to have a significant positive impact, while the competitor has a negative impact on the attractiveness of customer behavior intention, but the degree of influence, only in the level of significance for 0.05 cases significantly. The inspection found that the moderating effect of switching barriers dimension in the quality of service, there is no significant moderating effect in the relationship between corporate image and customer behavior intention.